Four Key Principles Of Cross Channel Marketing

Today the term "cross channel marketing" is old news for marketers. At least it better be. According to one report, in this year alone successful marketers are nearly 35 times more likely to use cross channel marketing with their customers vs. under-performing teams who struggle to use this tactic at all.

Shutterstock

Many marketers are still trying to learn the best way to use cross channel marketing. It can be difficult. You need a strictly integrated martech stack so you are familiar with the customer across a broad range of media. Each customer receives a personalized message — not just one time, but every time.

But don’t even think of giving up if you’re not understanding any of the above.

Here are the four main keys in plain language to success in cross channel marketing:

The prime principle for cross channel marketing is being visible. Customers move frequently between devices and channels. Google says that 90% of shopping consumers never stay on just one device when making a purchase. They skip around before buying.

The primary step to a unique view of customers is to use a completely integrated tech stack. In other words, your stack should include CRM, retargeting platforms and marketing automation solutions. This means you’re tracking each interaction a customer is having with your brand across all devices and channels.

But what occurs when customers go offline to make a phone call? According to a report by CallTrackingMetrics, the thread is snapped without having call intelligence. Lacking visibility into offline behavior, marketers misfire when trying to get a full view of the customer’s journey.

From the first interaction to the completed sale, marketers must stay focused on the proper set of tools to give them complete visibility on the customer’s purchasing journey.